Gawker on PR: Comment Trolling

October 24, 2007

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As part of our ongoing interview series about Conquering All Media, Gawker’s Choire Sicha has a special offer for PRNewser readers:

“I’ll gladly send any PR person who emails me a comment invitation for Gawker and personally train them how to troll.”

Before you hit Send, consider the potential for addiction and why you need to see your nuggets of wit on a Denton blog. How are you going to hide those two hours of billable time per day?

All of Sicha’s answers have provided underlying wisdom beneath layers of snark and blog commenting is no different. Try it and see if you like it. It’s a skill that comes in handy–we’re interested in PR people doing it well, and those who are not.

PRNewser: Tell us how to comment troll

Choire Sicha: It’d be easier teaching you how to *not* troll. Modern man is by nature a troll.

But I’ll gladly send any PR person who emails me a comment invitation for Gawker and personally train them how to troll.

You know why? Because inevitably they’ll get lured in and feel compelled to dish at least a little dirt. Sockpuppeting is too dangerous probably for publicists–the fear of exposure, or even being called a fake, is very damaging to their “message.” Instead, I think the secret of good trolling is an alternating undermining/praise system.

You can’t be so bold that you stand out–this is the practice the sociologist kids call “concern trolling,” which you can read about here.

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